spread and saturated in this region, what have been some of the main hurdles for the creators of the continent and the physical devices. >> certainly in asia there's a diverse population, many languages and japan has a population that, obviously, reads in japanese characters. high resolution displays are very crucial for this market. certainly, i think technology has advanced that books can be published in multiple languages and displayed at high resolutions sufficient that even those with bad eyesight could actually have a good chance of reading it clearly. >> right. okay. and, you know, specifically here in japan, i think for japanese, it's more than just, you know, the words that they are taking in. it's all about buying the book, holding it in their hands, having even a little paper wrapper around it. will the huge physical book market ever be overtaken by ebooks? >> it's hard to say. i think there's a strong cultural compone tonight booene.